247% Increase in Email Revenue for a Wellness Brand That Already Had Email “Figured Out"

The Problems We Needed to Solve 

Despite having an established email strategy, retention marketing was significantly underperforming. We identified several opportunities to improve performance across the entire account. 

Foundation 

• Inconsistent branding and messaging across campaigns, flows, and popups. 

• Popups relied on Klaviyo AI-generated variants & testing instead of structured A/B testing. 

• Customers were receiving duplicate emails from overlapping automations, increasing list fatigue and reducing engagement. 

Strategy

• Customers were shown inconsistent offers throughout the same customer journey, creating confusion and reducing conversions. 

• Every customer received the same messaging, regardless of buying intent.

   

Performance

• Email and SMS were managed across separate platforms, creating attribution challenges.

• The existing email and SMS setup included several legal compliance issues. 

A23 Approach

Rebuild the Customer Experience

We rebuilt the account with consistent branding across campaigns, flows, and popups. Every customer touchpoint was updated to reflect the brand, current offers, and legal compliance, creating a more consistent experience from first signup to repeat purchase.

Deliver the Right Message at the Right Time 

We introduced intent-based segmentation across campaigns and flows, allowing customers to receive products, offers, and messaging based on their buying intent instead of a one-size-fits-all experience. 

Optimize Every Customer Touchpoint 

We continuously tested emails, SMS, popups, offers, and existing flows to find what performed best. Every improvement was backed by A/B testing data rather than assumptions. 

Unify Email & SMS

We completed the migration from OneText to Klaviyo, bringing email and SMS into a single retention platform. This simplified attribution, improved reporting, resolved compliance issues, and created a more connected customer experience across both channels.

The Outcomes of the Project 

Email Revenue Increased by 247% 

Comparing two equivalent reporting periods, email revenue increased from $24,005 to $83,363. Email's contribution to total store revenue also grew from 2.67% to 19.35%, turning retention into a major revenue channel for the brand. 

Complete OneText to Klaviyo Migration 

We completed the end-to-end migration from OneText to Klaviyo, unifying email and SMS under a single platform. The result was a more reliable retention system, with SMS now contributing 12.85% of the revenue. 

Re-Engaging an Untapped Audience 

More than 148,000 subscribers hadn't received a single email in the previous 30 days. We rebuilt the sending strategy, introduced intent-based segmentation, and gradually expanded reach, allowing the brand to safely engage a much larger portion of its customer base.